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Hey friend!

Too many marketers, even some of my favorite people, are focused on a never-ending pursuit of "more" content.

But in most cases, they don't want more content.

They want more of what comes from the content. 

They want more leads, more sales, more popularity, more revenue. 

Content is just the vehicle to get there. 

But blindly creating more isn't the answer.

• What if you create more and more leads don't grow?
• What if you create more and more and nobody cares what you have to say?
• What if you create more and more and all you do is build a big library that nobody cares about? 

I was auditing a company's blog earlier this week and it struck me how chaotic it all was. 

Sure, they were creating consistent content every week, but from the outside looking in, there was zero strategy behind it. 

And I couldn't tell how any of the content tied back to the problems and pains that their product solved. 

It's a shotgun approach to marketing that makes you busy, but not productive. 

I understand the need to create content. I'm a content marketer at my heart, after all.

But creating just for the sake of won't help you.

If you’re spending way all of your time creating new content, but not building the foundation, you get stuck:

• Writing 5 case studies that all hit the same problem and pain point
• Creating tons of top-of-funnel content with nowhere to send them next
•  Spending weeks creating a white paper, ebook, or live event with zero distribution plan

The real question isn't "How much content can I create?"

But it's "How much content do I need?"

By knowing your production capacity compared to your actual needs, you start to get a clearer picture. 

Two Action Steps to Get Started Today

1. Map your content landscape

For each stage of the customer journey, write down the following: your audience, their intent, questions they have, content that can answer those questions, distribution channels, and formats. 

You don't need an exhaustive list. The top 5 questions at each stage will give you 25 pieces of content to work with.

And if you publish one every week, that'll give you 6 months of content. 

Simply laying out how your content maps with your customers out can take "everything" off the table and give you a realistic plan of attack.

Need some inspiration? Use this graphic Ross Simmonds posted on X earlier this week:

2. Plot your content and distribution channels

Different content needs distribution channels. The content that works well in Google or YouTube may not perform as well on LinkedIn or email. 

Here's an example of a flowchart I use with clients to build out their distribution strategy across the funnel and content types. 

I suggest using channels like email and social media for top-of-funnel lead gen and sharing POVs.

And then simultaneously using Google (or YouTube) to capture any existing demand and prime those folks to buy. 

These steps will finally align your content with your audience's journey. And force you to give purpose to every piece of content you create.

Membership update!

This week Distribution First hit 10 founding members!

I had no idea what to expect when I reached out to the waitlist list week to offer early access.

But I was overwhelmed with the responses that immediately started coming in.

And we filled the 10 slots within a few hours 🙌

Do you want a space to learn and grow with other smart marketers every single month?

Then, join the Distribution First waitlist

Join before April 12th for early access and founder member pricing.

Click here to join the waitlist

Have a great week! 👊

Justin